SetUp Art Fair is a contemporary art fair which focuses attention on emerging artists. The name SetUp indicates the intentions of the project, “organise processes for the subsequent start-up of an establishment”; the challenge is to set up a new process to rethink the art establishment.

The SetUp format is designed to help the three key figures of the contemporary art establishment interact: artist, curator-critic, gallery owner, this is why we ask exhibitors to present a curatorial project with at least one artist under 35 introduced by a critical essay by a curator under 35.
SetUp nurtures the dynamism of research presenting itself as a cultural platform.
Every year there are talks, round tables and editorial presentations organised to provide the opportunity to hear about the most interesting experiences on the contemporary art scene; there is open comparison between professionals with space for a performative exhibition and for other forms of expression; the projects of individual artists who have the tenacity to let themselves be questioned will be evaluated within the Special Project section.

Why do we do all this?
In order to provide new horizons, in order to generate a virtuous short circuit between trade and culture, in order to increase the potential of the exhibition, in order to provide wide-ranging satisfaction to the public’s fascination with art and above all because we believe in the real possibility of creating a healthy “culture economy”.